New Orleans, LA (Law Firm Newswire) January 25, 2017 - A day-long intensive workshop on March 23, 2017 will reveal the secrets of effective online marketing for lawyers.

The session, part of the Academy of Special Needs Planners’ 11th Annual Meeting in New Orleans, will be led by Victoria Fabiano of Google and Conrad Saam, founder of Mockingbird Marketing, an agency that delivers advanced online marketing exclusively for the legal industry.

Attorneys, Saam says, are getting "intimidated, overcharged, confused and downright lied to by marketing consultants and self-proclaimed search gurus" who see dollar signs but deliver "little (if any) value." The hands-on, interactive workshop will separate fact from fiction regarding what works and what does not in online marketing.

Fabiano and Saam will instruct attendees to conduct an audit of their own online marketing efforts and identify specific weaknesses and strategies for overcoming them. To identify site problems, attendees will be guided through a high-level audit of their site using a series of third-party tools. Attendees will learn the fundamentals of what drives success in search engine optimization (SEO), explore how to rank outside of their location’s “centroid,” and how to leverage online reviews on sites like Yelp, Google Plus and Avvo.

The session will also offer a deep dive into advertising using pay-per-click, and retargeting. Victoria Fabiano of Google will walk attendees through advanced targeting and delivery options available in Adwords and discuss how to handle conversion tracking of phone calls, form fills and online chat.

Finally, attendees will learn how to build a framework that generates cost-per-client data by marketing channel. This instruction will include an Excel template allowing attendees to implement such an analysis on an ongoing basis.

Attendees need to bring both a laptop and a mobile phone, and it is recommended (but not required) that they have access to their Google Analytics, Google My Business, Google Adwords and Google Search console accounts.

The session will take place from 8:30 am to 5:00 pm on Thursday, March 23, 2017, at the Hilton New Orleans/St. Charles Hotel. For details and registration, click here.